Marketing studies have shown that, like other consumers, beer drinkers often make purchases based not just on taste, but often on the packaging and label on the bottle.

Payton Kelly, the creative director for Kansas City's own Boulevard Brewing Company, discusses the process behind creating the company's distinctive labels in Unfiltered Label Design on Thursday, August 8, 2013, at 6:30 p.m. at the Plaza Branch, 4801 Main St.

A former greeting card designer for Hallmark Cards, Kelley has over the last two decades hand drawn more than 30 labels for Boulevard's many brands, creating a visual signature that is recognized wherever the products are sold.